Prior to the existence of WLCS-FM, the call letters WLCS (AM)
were first licensed—in 1946—to a partnership that became Airwaves,
Inc. (a locally owned and managed three-station company) in Baton
Rouge, Louisiana at the 910 KhZ frequency[1]. From
1946-1983, WLCS-AM 910 played mostly a Top 40/CHR format and was
regularly one of the top stations in the market until the growth in
the popularity of FM, circa late 1970s. The station also witnessed
a number of announcers come through its doors during this time that
would go on to become legends in radio broadcasting, including
Country Radio and/or Country Music Hall of Fame personalities Arch
Yancey and Ralph
Emery, WABC-FM (and later WHTZ-FM) New York legend Ross
Brittain and longtime WCBS-FM (New York) favorite Ron Lundy, to name but a
few. In 1953, the station played a role in the history of the civil
rights movement in the deep South as the platform used by Rev. T.J.
Jemison and other African American leaders of the Baton Rouge
bus boycott to announce its commencement, and was an important
source of news and information for all involved throughout the
event.[2] In the
late 1970s and early 1980s, it became one of the first stations in
the region to bloc-format urban programming (from 7 pm to 12 am
weeknights) at a time when there were no full-time urban stations
to be found; the show, hosted by Ken "The Animal" Allison, became a
steady #1 program throughout Arbitron books in its timeslot,
beating the superior daytime numbers then enjoyed by Baton Rouge's
several FM stations. In 1983-84, WLCS innovated again by developing
a popular Contemporary Hit Radio/Album Oriented Rock (CHR/AOR)
"hybrid" format under a team that consisted of Stan "The Man" Hall,
Scotty Drake, Barry Michaels (replaced by Terry Jackson),Bob
Bishop, Zebby Rhoads and Jim Foreman, who were to be the station's
last full-time lineup playing contemporary music.[3]

On the evening of August 31, 1984, roughly a year after Airwaves
had sold WLCS and its sister FM station WQXY to Oppenheimer Broadcast Group of Austin,
Texas, WLCS-AM changed format to the satellite-delivered "Stardust"
(40s-50s era) format and changed its calls to WXAM. After slightly
more than a year with this format, WXAM was sold to Istrouma
Baptist Church of Baton Rouge and its calls were changed to WNDC-AM
(Gospel format). In 2004, after an ongoing set of severe financial
difficulties at the station, the license was sold again and the
station became WUBR.